It's not just mannequins and fitting rooms that fill the spaces in the physical store. The company Fashion By V builds its identity on the family itself forming the core of the brand. On their website, they tell visitors about the division of labor and who customers meet when they cross the threshold:
We are a family business running Fashion by Vegaz, with a big heart and care. Most of the time in the store, you will meet mom Malin, but you will also meet our daughters Filippa and Olivia.
Livestreaming as a Cash Register
The core of sales is presence and a lively connection with customers. Instead of just waiting for visitors at the store, the owner Malin Kron stands in front of the camera in live broadcasts on Facebook.
There, she guides viewers through the range and shows off the clothes in real time, while interested buyers participate and ask questions in the comment field. During the broadcast, payments are handled smoothly via Swish, allowing the customer to complete their purchase.
At the end of March, the business passed a milestone when the store turned one year old, which was celebrated with a physical event in Malmö.
Turning Minus into Plus
The way of working in front of the mobile camera is clearly visible when looking at the company's books. A review of the annual report for 2025 shows that turnover landed at SEK 1.8 million. That's a big step up from the previous year, 2024, when the business had a turnover of just under SEK 200,000.
As revenues increased, the company also turned to black figures. From a negative operating result of minus SEK 16,000, the company reached a positive operating result of SEK 25,000 for 2025.